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Social Proof

Humans naturally look to others for cues on how to behave — a psychological principle marketers use to reduce uncertainty and increase conversions.

Types of social proof include:

  • Customer reviews and ratings (e.g., Amazon star ratings).
  • Testimonials and case studies (common in B2B).
  • Influencer endorsements (Instagram, TikTok).
  • User-generated content (photos, unboxing videos).
  • “As seen on” media logos or trust badges.

For example, displaying testimonials near a signup form can increase form completions significantly. Social proof is especially important for new or unfamiliar brands.